The Partner Channel Magazine Summer 2017

When you look carefully, leads are often very easy to find. Having an intern or virtual assistant spend his/her
time preparing lists of associations affiliated with your customer to send your press releases and case studies to
can be fruitful. Ninety-five percent of the associations are likely to have their own websites, newsletters, and trade
magazines that they need relevant content for. It’s a win-win.
WELL-SPENT TIME AND MONEY
Customers who are delighted to tell their stories will love being celebrated for their own achievements.
Integrating your customer’s uniqueness within your case studies and your marketing shows them off as
industry leaders and as being stand-out models for their peers. Your relationship with them grows stronger,
and their direct referrals will continue. Leads you develop by sharing your well-planned, well-written, and
well-marketed case studies will multiply your reach into their industries exponentially – and grow your
business ever stronger.
The Bones of a
Case Study
Case studies can be written as simply or as
complex as you want. Keep their reader in mind.
Typically, marketing pros want to know the stories,
and accountants want to know the facts. Tailor the
work to your buyers.
»»
TITLE – Concise and punchy are great.
Include the relevant product benefit (use
an effective SEO term) within the first few
words if you can make it read well. Add
a fact (number/metric) and use action or
emotion-filled words to draw readers in.
»»
ABOUT – Pull information from the
“About” section in your customer’s press
releases or their website, or from their
LinkedIn page. Highlight factors that your
prospects will identify with. These could
be: Industry, geographic location, or the
size of the business (revenue or number
of employees). Ideally, also include
something specific to your product,
such as the software your client’s
system integrates with.
»»
PSR - PROBLEM, SOLUTION,
RESULT – Regardless of whether
you use a traditional layout or go for
a magazine-article format, the crux of
a case study describes the problem
and pain the client endured, how
your product or service resolved their
agony, and how much better things
are now.
»»
VISUALS – Eyes are drawn to visuals.
Captivating pictures, charts, and callout
quotes are perfect. Including
elements like bullet points, white
space, and sidebars adds interest
while making it easy for readers to
skim and absorb exactly what you
don’t want them to miss.
THEPARTNERCHANNEL.COM | SUMMER 2017 37